About this article
- Submitted: May 30, 2025
- Final Revised: Oct 05, 2025
- Accepted: Jan 04, 2026
- Published: Jan 22, 2026
- Abstract view: 8
- PDF Download: 1
- Volumes: Vol. 4 No. 1 (2026) Pages 1-22
- DOI: 10.63208/21014-197
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright (c) 2026 Wisnu Wirawan, Ismi Darmastuti (Author)
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Abstract
The accelerated digitalization of marketing activities has reshaped the way organizations sustain employee engagement, motivation, and productivity. This study conducts a systematic review of empirical and conceptual literature published between 2015 and 2025 to examine how engagement and motivation influence productivity within digital marketing environments. Using the Systematic Literature Review (SLR) method, ten peer-reviewed articles indexed in Scopus, ScienceDirect, and SpringerLink were analyzed to identify recurring patterns and conceptual linkages across studies. The review highlights that employee engagement serves as a mediating mechanism that bridges individual motivation and organizational outcomes. While digital tools enhance flexibility, autonomy, and data driven performance evaluation, they may simultaneously weaken interpersonal connections and blur work life boundaries. Motivation is shown to arise from the interaction between intrinsic drivers creativity, pride, and purpose and extrinsic supports such as equitable compensation, constructive feedback, and transparent leadership. The findings suggest that productivity in digital marketing hinges on a balanced integration of technological empowerment and human centered management. Organizations that combine innovation, trust based leadership, and a supportive culture are more likely to achieve sustained engagement and long-term performance in the digital era.
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